The Power of Cyclical Marketing: Embracing the Ever-Evolving Market
In the dynamic world of marketing, cyclical strategies prove essential.
Yes, they are annoying, but they sincerely work.
This concept revolves around the idea that there’s always a fresh audience eager to learn the basics.
Despite our expertise, revisiting these fundamentals can unveil new opportunities.
However, we must be wary of unqualified authorities.
Don’t worry, I’ll teach you below….
Cyclical Marketing: The Basics Always Matter
Many creators continuously break down essential elements
—perfect post styles, landing pages, SEO basics—
because a new market segment is always emerging.
For novices, these concepts are thrilling and novel.
Their energy will drive the “success” of their business.
When you have been in the game a bit, it is actually annoying!
But, revisiting the basics ensures continuous engagement and relevance.
The Perpetual Newness of Marketing
Encountering recycled ideas in marketing can be frustrating.
I recently attended a meeting echoing strategies I learned in 2019,
highlighting marketing education's cyclical nature.
While it can seem redundant, these basics still generate revenue, reaffirming their value.
However, the service they were selling had loopholes and gaps.
It is almost as if they are learning the original plan years later, not the new basics.
The Intriguing Intersection of Old and New
About 10+ years ago, I found a makeshift mentor in Derek Halpern of Social Triggers.
He taught psychology and the intersection of marketing through writing and courses.
Today, we see a new player in this field, Dan Koe.
I am highly interested in what Dan is doing because it was what Derek did all those years ago.
However, it is modified with Notion templates and different structures.
Old is new and exciting!
Even if I am learning the basics, there is so much value in Dan’s new approach.
The old is new with information gained in an evolved environment.
Can you see this cyclical advantage?
Do not simply repeat the same system.
A note: Navigating Free Content vs. Structured Courses
With abundant free content on platforms like YouTube,
one might question the value of paid courses like what Dan offers.
The key lies in selling not just information -
but structured, actionable frameworks and personalized services that support and enhance these structures.
Identifying and Addressing the Core Problem
A significant issue in cyclical marketing is the presence of unqualified individuals advising others.
Unqualified specialists lead to client dissatisfaction, and it ultimately affects the industry as a whole.
Marketing, lead gen, SEO - these have all become “dirty’ words.
This calls for a critical assessment:
Are we reinventing the wheel or merely adhering to outdated standards?
Are we properly training the new crew?
Seizing the Opportunity for Innovation
Addressing this problem opens the door to creating superior, innovative solutions that enhance existing methodologies.
This proactive approach ensures continuous improvement and adaptation to market needs.
How do you do this?
study the basics
pivot their meaning
add the new mechanics like technology
package it!
If it works, why fix it?
Common objections to embracing cyclical marketing include:
"If it works, why fix it?"
"Who are you to say what is better?"
Well, we went over “If it works, why fix it”…
Simply regurgitating doesn’t work.
You MUST add value.
If you are simply copying a system,
you will lose to someone more persuasive at that tactic.
Who am I to say what’s better? Let’s look….
Personal Experience: My Cyclical Marketing Dilemma
In 2019, I enrolled in Joel Kaplan's course, which, despite its promise, mirrored many existing programs.
While I did find success, I realized the value lay in creating and selling my unique products and services.
Unlike many, I retained clients by offering consistent, personalized service rather than relying solely on lead generation.
Today, I still get pitched the same services Joel showed his students in 2019.
However, they are outdated.
Many business owners have PTSD to these pitches and sales calls from the pandemic.
Creating a Framework for Cyclical Marketing
Identify Fundamental Skills: Revisit and refine the basics continuously.
Stay Updated: Ensure your strategies evolve with market changes.
Offer Structured Solutions: Sell frameworks and services that provide actionable, personalized support.
Cultivate Expertise: Leverage your experience to provide value beyond basic information.
Cyclical marketing is about understanding that new audiences will always seek foundational knowledge.
By embracing this, you can stay relevant and innovative, ensuring long-term success in an ever-changing market.